品牌知名度與品牌形象影響品牌忠誠度之探討－以國產米酒業為例

The Influence of Brand Awareness and Brand Image on Brand Loyalty-An Empirical Study of Domestic Rice Wine Market

池文海(Wen-Hai Chih) ； 張書豪(Shu-Hao Chang) ； 彭偉族(Wei-Zu Peng)

《輔仁管理評論》 14卷3期 (2007/10) Pp. 19-43

摘要

許多研究指出品牌知名度、品牌形象與品牌忠誠度息息相關，如何使顧客產生品牌忠誠度是品牌管理者主要的焦點，本研究調查了503位國產米酒的消費者，並提出品牌忠誠度發展模式，採用結構方程模式分析品牌知名度、品牌形象、知覺風險與品牌忠誠度之影響關係。研究結果發現品牌知名度、品牌形象對品牌忠誠度有顯著正向影響，同時消費者知覺風險會顯著負向影響品牌忠誠度；此外，品牌知名度與品牌形象能顯著降低消費者知覺風險。企業必須藉由品牌知名度與品牌形象以降低消費者知覺風險並提昇品牌忠誠度。

關鍵字

品牌知名度 ； 品牌形象 ； 知覺風險 ； 品牌忠誠度

並列摘要

Many studies indicated that brand awareness and brand image are directly related to brand loyalty. Brand managers primarily focus on how to improve customers' brand loyalty. This study investigates 503 consumers in domestic rice wine market and provides a brand loyalty model, adopting Structural Equation Modeling (SEM) to analysis the relationship among brand awareness, brand image, perceived risk and brand loyalty. The results indicate brand awareness and brand image would significantly positive affect brand loyalty, and consumers perceived risk would significantly negative affect brand loyalty. Besides, brand awareness and brand image would significantly reduce perceived awareness. The result indicates the enterprise should apply brand awareness and brand image to reduce customers' perceived awareness and raise brand loyalty.

並列關鍵字

brand awareness ； brand image ； perceived risk ； brand loyalty

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